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Unlock the Potential of Trending Audio: We Put It to the Test!

ORA_Blog-Header_Trending-Audio

If you’re an avid Instagram user like myself, then you’ve likely come across Reels during your scrolling journey. The short-form videos have become one of the platform’s most popular forms of content since the feature launched in August of 2020. Despite them being relatively new to the app, it’s hard to imagine Instagram without them.

With so many trends and audio options available, it can be tricky to determine which ones are worth using in your Reels. That’s where the concept of trending audio comes in. By using audio that is currently popular on the platform, you can increase the chances of your Reels being discovered by a wider audience.

Although new features are being introduced all the time, from editing features and stickers to templates – the use of audio has been prominent since day one. With trends coming and going in the blink of an eye – we decided to put trending audio to the test and see how it really affects reel performance.

Here was our plan…

After some research, we decided to investigate how effective trending audio is – even if you can’t hear it. So, we posed the question, “Should trending audio always be used in the background, even if it’s turned all the way down?”

The aim was to make each test as controlled as possible so there are only a limited number of dependent variables that may affect the accuracy of the outcome. We decided to test this with the same type of reel each week to ensure there was a consistent layout, cover template, and topic.

It’s been news for a while that Instagram is pushing shorter-form content above all else, so it wouldn’t be a fair test to compare a 60-second-long reel with no trending audio and a 20-second-long reel with trending audio. So, we decided to post two batches of reels:

The first batch included:

2A: Podcast reel >30 seconds – without trending audio

2B: Podcast reel >30 seconds – with trending audio

The second batch included:

3A: Podcast reel <30 seconds – without trending audio

3B: Podcast reel <30 seconds – with trending audio

Each reel was to go up at the same time each week, with each caption following the same structure, call to action and same hashtags to further create controlled testing.

We realised it would be important to monitor the results periodically throughout the testing so we made sure to record the views, reach, likes, comments, shares and saves from each reel after 1 hour, 24 hours, 2 days, 5 days, 7 days, and 14 days.

So, what were the results?

With the constant evolution of social media algorithms, it’s important to understand what works and what doesn’t in terms of engaging an audience. The results showed us that while the addition of trending audio did not lead to a significant increase in overall views after four weeks, it did have an impact on initial viewership.

For example, reel 2B featuring trending audio received 670 views in just five days, compared to 495 views for reel 2A without the trending audio.

However, the data showed that reels 2B and 3B, which both featured trending audio, received fewer overall views than reels 2A and 3A, which did not feature trending audio.

Specifically, reel 2B gained 844 views compared to reel 2A’s 1,199 views. Interestingly, reel 2B had a higher Instagram reach of 368 compared to reel 2A’s 203, indicating that the trending audio may have helped the video reach a broader audience, but didn’t necessarily translate into more views. Additionally, reel 3B gained 965 views compared to reel 3A’s 1,285 views, but reel 3A had a higher Instagram reach of 280 compared to reel 3B’s 209.

One possible explanation for this could be that reel 3A featured a notable figure in the Australian AFL industry and mental health space, who may have reshared the reel and generated more engagement.

Results after 14 days:

Additionally, it is worth noting that a significant portion of the views in this study came from Facebook, due to the ‘recommend on Facebook’ setting being turned on in Instagram settings. This resulted in increased engagement and shows the potential of leveraging social media platforms to expand reach. By implementing similar strategies across all social media accounts, content creators and businesses can maximise their exposure and increase the likelihood of their content being seen by a larger audience.

Overall, while incorporating trending audio into reels may not have a consistently positive impact on overall views, it can certainly help to boost initial viewership, particularly for longer reels. However, it is important to consider the type of content being created and whether trending audio will complement it. Additionally, utilising social media platforms and their features, such as the ‘recommend on Facebook setting, can help increase engagement and expand reach. By incorporating these strategies into their content creation process, creators can improve the performance of their reels and reach a wider audience.

But most importantly, social media is not a one size fits all. So, it’s essential to keep experimenting and analysing the data to determine what works best for your audience and to keep growing your social media presence. Whether we get the results we expected or are completely thrown off, social media testing is a great way to learn about your audience and how the different platforms and algorithms work – because let’s be real, they are always changing!

So, what should we test next? Send us a DM on Instagram and let us know, or follow us to stay up to date with our next experiment.

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Contents

Rebranding doesn’t mean erasing everything that came before.

If you’ve been in business for five, ten or twenty years, you’ve already built recognition, reputation, relationships and stories that have value.

The interesting part is working out what still belongs.

What should stay? What has the business outgrown? What needs to evolve? And what would you be crazy to leave behind?

A rebrand should make room for where you’re going, while still feeling unmistakably yours.

Think you might have outgrown your brand? Take another look.

Brand + rebrand projects now booking. Visit our link in bio to book a chat.
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#Branding #Rebrand #BrandStrategy #BrandIdentity

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Open post by oracoagency with ID 18099726485528526
Rebranding doesn’t mean erasing everything that came before. If you’ve been in business for five, ten or twenty years, you’ve already built recognition, reputation, relationships and stories that have value. The interesting part is working out what still belongs. What should stay? What has the business outgrown? What needs to evolve? And what would you be crazy to leave behind? A rebrand should make room for where you’re going, while still feeling unmistakably yours. Think you might have outgrown your brand? Take another look. Brand + rebrand projects now booking. Visit our link in bio to book a chat. . . . . . . #Branding #Rebrand #BrandStrategy #BrandIdentity

I’ve always been fascinated by symbolism 🌀

By how a single mark, image, word or gesture can represent something far bigger than itself. Across cultures and civilisations, we’ve used symbols to communicate identity, beliefs, stories, belonging and ideas that sometimes go far beyond what words can explain.

And somewhere along the way, I realised that’s also how I’d started to see brands.

A logo can become a symbol of what a business stands for. A colour can carry years of recognition. A phrase can represent an entire belief. A story can become shorthand for where a business came from and why it exists. Iconography can represent services, philosophies, products or ideas.

What we see on the surface carries meaning because of everything sitting behind it.

Over nearly two decades of working in branding, I also began noticing the same themes appearing again and again in the businesses people really remembered.

Their past, beliefs, future, people, identity, expression, impact and longevity.

Eventually, I gave each of those ideas a symbolic form.

They became Oraco’s Eight Brand Marks, and today they give us a way to look at a business from eight different perspectives and uncover the stories, ideas and meaning that make it distinctly its own.

The strongest brands aren’t built by adding meaning that was never there. More often, the clues already exist.

You just need to know where to look.

Explore the Eight Brand Marks via the link in bio.

33 3
Open post by oracoagency with ID 17981505972081585
I’ve always been fascinated by symbolism 🌀 By how a single mark, image, word or gesture can represent something far bigger than itself. Across cultures and civilisations, we’ve used symbols to communicate identity, beliefs, stories, belonging and ideas that sometimes go far beyond what words can explain. And somewhere along the way, I realised that’s also how I’d started to see brands. A logo can become a symbol of what a business stands for. A colour can carry years of recognition. A phrase can represent an entire belief. A story can become shorthand for where a business came from and why it exists. Iconography can represent services, philosophies, products or ideas. What we see on the surface carries meaning because of everything sitting behind it. Over nearly two decades of working in branding, I also began noticing the same themes appearing again and again in the businesses people really remembered. Their past, beliefs, future, people, identity, expression, impact and longevity. Eventually, I gave each of those ideas a symbolic form. They became Oraco’s Eight Brand Marks, and today they give us a way to look at a business from eight different perspectives and uncover the stories, ideas and meaning that make it distinctly its own. The strongest brands aren’t built by adding meaning that was never there. More often, the clues already exist. You just need to know where to look. Explore the Eight Brand Marks via the link in bio.

One of the hardest things about running a business is knowing what actually deserves your attention.

When you`re inside it every day, everything can feel important. The website needs updating, content needs creating, marketing isn`t quite working, the messaging feels off. Someone suggests a new platform, another campaign or a complete change in direction. But more activity isn`t always the answer.

A big part of Jessica`s work, both through Oraco and the business owners she mentors, is helping people step back far enough to see what`s really going on.

– What are you actually trying to achieve?
– Who are you trying to reach?
– What`s already working?
– Where is the real disconnect?
– And what can probably wait?

Sometimes the most valuable strategy isn`t adding another thing to the list. It`s creating enough clarity to know what matters now, what comes next and what doesn`t need your attention at all.

If you`re looking for strategic advice, a fresh perspective and someone to keep you accountable to actually doing the things you said you were going to do, Jessica offers one-on-one business strategy and mentoring sessions. Shoot us a DM to find out more.

68 14
Open post by oracoagency with ID 17986629341863106
One of the hardest things about running a business is knowing what actually deserves your attention. When you're inside it every day, everything can feel important. The website needs updating, content needs creating, marketing isn't quite working, the messaging feels off. Someone suggests a new platform, another campaign or a complete change in direction. But more activity isn't always the answer. A big part of Jessica's work, both through Oraco and the business owners she mentors, is helping people step back far enough to see what's really going on. – What are you actually trying to achieve? – Who are you trying to reach? – What's already working? – Where is the real disconnect? – And what can probably wait? Sometimes the most valuable strategy isn't adding another thing to the list. It's creating enough clarity to know what matters now, what comes next and what doesn't need your attention at all. If you're looking for strategic advice, a fresh perspective and someone to keep you accountable to actually doing the things you said you were going to do, Jessica offers one-on-one business strategy and mentoring sessions. Shoot us a DM to find out more.

Last week, we lost someone very special.

Sean was a former Principal of Mannix College, a longstanding client of Oraco`s, and someone I was lucky to get to know over many years.

I first met Sean in 2012 through my work with Mannix, and I remember instantly clicking with him. He was incredibly kind, funny, super organised and genuinely caring. He made working together easy, but he was also someone who took the time to get to know you beyond the work itself.

Every year, without fail, Sean would send me a Merry Christmas and Happy New Year message, always accompanied by a quirky little Bitmoji of himself. Even after he finished as Principal and we were no longer working together regularly, those messages continued. It`s such a small thing, but I think it says a lot about the kind of person he was.

I`ve worked with Mannix since 2009, a relationship that now spans close to two decades, and Sean sits right in the middle of so many of those memories. He was there through an important chapter in my career and Oraco`s growth, trusting us with Mannix for many years, and still making the effort to stay in touch long after our working relationship changed.

Looking back, it means a lot that such a longstanding professional relationship also brought someone like Sean into my life.

As the Mannix community gathers today to celebrate Sean`s life, I`ll be joining the service from home and thinking of his family, friends and everyone at Mannix. I had hoped to be there in person, but I`m glad I`ll still be able to join everyone in remembering him.

Thank you, Sean, for your kindness, your humour and for always finding a way to put a smile on people`s faces. You made a difference to so many people, myself included, and I`m very grateful our paths crossed.

Leanne x

Photo courtesy of Mannix College.

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Open post by oracoagency with ID 18016270139941947
Last week, we lost someone very special. Sean was a former Principal of Mannix College, a longstanding client of Oraco's, and someone I was lucky to get to know over many years. I first met Sean in 2012 through my work with Mannix, and I remember instantly clicking with him. He was incredibly kind, funny, super organised and genuinely caring. He made working together easy, but he was also someone who took the time to get to know you beyond the work itself. Every year, without fail, Sean would send me a Merry Christmas and Happy New Year message, always accompanied by a quirky little Bitmoji of himself. Even after he finished as Principal and we were no longer working together regularly, those messages continued. It's such a small thing, but I think it says a lot about the kind of person he was. I've worked with Mannix since 2009, a relationship that now spans close to two decades, and Sean sits right in the middle of so many of those memories. He was there through an important chapter in my career and Oraco's growth, trusting us with Mannix for many years, and still making the effort to stay in touch long after our working relationship changed. Looking back, it means a lot that such a longstanding professional relationship also brought someone like Sean into my life. As the Mannix community gathers today to celebrate Sean's life, I'll be joining the service from home and thinking of his family, friends and everyone at Mannix. I had hoped to be there in person, but I'm glad I'll still be able to join everyone in remembering him. Thank you, Sean, for your kindness, your humour and for always finding a way to put a smile on people's faces. You made a difference to so many people, myself included, and I'm very grateful our paths crossed. Leanne x Photo courtesy of Mannix College.

ABOUT THE AUTHOR

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Oraco

We are designers, strategists, storytellers, coders, animal lovers, travellers, adventurers, yogis, gig-goers and coffee, tea & wine enthusiasts. We are for culture that fuels progressive and imaginative thoughts. We value positive change and believe in equality. We expect accountability. We aspire to create a work-life balance. We enjoy teamwork and contribution.

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